Over the last fifty years, the Institute of Transportation Engineers (ITE) Trip Generation Handbook has become the predominant method for estimating the vehicular impact of land use on nearby facilities, despite the lack of sensitivity to changes in the urban environment and corresponding non-automobile travel. As a result, local governments continue to be hampered by the urban application of the Handbook, which may be overbuilding vehicle facilities and creating more obstacles and barriers in the long run for the travelers that are coming to businesses by bike, foot or transit. This project was conducted in response to the overwhelming demand from local jurisdictions for an off-the-shelf adjustment for urban contexts to supplement the Handbook. The results of this project provide three ready-to-use adjustments to the Handbook. When applied to independently collected data, the results punctuate the importance of accounting for the urban environment in traffic impact analyses.